With many Americans in deep remorse over holiday over-indulgences, the foot traffic to gyms and health clubs is way up, and that makes it a perfect time for marketers to reach them where they exercise with promotional events. 

To find out how to get your client’s message into health clubs during peak season, read on.

This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.

Fast Facts

What
Promotional events staged at health clubs.

Who
Alloy Media + Marketing in New York.

How it works
Advertisers hold promotional events at health clubs.

Quaker Oats recently provided cholesterol screening at 30 sites. Nurses stationed at each club administered the tests. There was also product sampling and distribution of materials with health information and product information.

The program is called Alloy Fitness Network.

“It’s a good way of reaching a certain demographic that is interested in taking care of themselves,” says executive vice president Derek White. “Events bring personal value to club members.”

Sampling and signage are also often elements in health club campaigns.

Signage ranges from 16 inches by 20 inches placed in locker rooms to 26 inches by 37 inches in common areas to framed billboards measuring 42 inches by 60 inches.

Other promotional components could include brand messages on treadmills, workout balls or shower curtains in the locker rooms.

Creative is provided by the advertiser. Customized creative that targets the specific audience works best, White says.

Markets
The program is available in 225 markets, including New York, Chicago, Dallas, Phoenix, Atlanta, Miami, Baltimore and Washington, D.C.

Numbers
The network includes 2,100 venues.

How it is measured
For campaigns like the Quaker Oats cholesterol clinic, participant counts are used for measurement. Sampling impressions are based on the numbers distributed. Signage impressions are based on membership numbers and where signs are placed within the club.

What product categories do well
Auto dealerships, health and beauty products, insurance, packaged food, grocery stores and cell phones are top categories.

Advertisers are both national and local brands. For example, an automobile manufacturer or a local dealership could sponsor an event.

Demographics
According to a 2007 study by the Boston-based International Health, Racquet & Sportsclub Association on heath club users:

-Women makes up 57 percent of the audience
-Average household income is $82,900, with 33 percent of the audience exceeding $100,000
-Age breakdown is 18-25 at 18 percent, 26-35 at 20 percent, 36-40 at 15 percent and 41-55 at 19 percent

Advertisers can also target groups by the activities they participate in. “Different types of people use different areas of the gym, like the weight room,” White says. Weight-lifting skews heavily male.

Making the buy
Lead time is two to three months for events, 60 days for sampling and 30 days for signage.  Advertisers can buy a single location, but most buy by the market.

Events, sampling and signage can be bought separately or as a program.

Who’s already in health clubs
Quaker Oats, Target, Blue Cross Blue Shield, Verizon, GlaxoSmithKline, Meredith Corporation, Glaceau and Unilever are recent advertisers.

What they’re saying
“We’re going into what is absolutely peak season for health clubs, just after the holidays, at a point where people are trying to get back to being healthy. This is about associating your brand with something positive to make consumers feel good. It doesn’t have to be directly connected to your brand. For example, a car dealership could sponsor a health clinic or even a golf clinic.” – Derek White of Alloy Media + Marketing

Web site info
Alloy Media + Marketing at http://www.alloymarketing.com/

Recent Media Life coverage of new health club programs:

- “Your client strutting at the health club” on Nov. 19, 2007, focused on video screen ads
“Your client strutting at the fitness club” on Sept. 4, 2007, focused on signage placed in locker rooms and common areas.